You Must Go.
DAY 1 - Friday, November 17
Welcome: Neal M. Burns, University of Texas at Austin, Conference Chair
"It's all about the story. It always was."
Introduction: Mark Yudof, Chancellor, The University of Texas System
Keynote: Keith Reinhard, CEO Emeritus, DDB World Wide and President, Business for Diplomatic Action
If, as research continues to show, customers are leaving newspapers, TV sets and magazines behind and turning instead to handheld mobile devices for the latest news, football scores, weather info, viewing of favorite shows and access to bookmarked blogs and webcasts - advertisers are probably not too far behind. Keith Reinhard brings a lifetime of experience including campaigns that defined eras and the vision needed for creating a world-wide creative service organization. His guidance for agencies of the 21st century builds upon his past - know your client's business and understand their customers.
DAY 2 -Saturday, November 18
New Media: What is New, What is Not
Allen Rosenshine, Chairman, BBDO Worldwide, New York
Panel Presentation 1
Getting The Big Idea Right. Fast!
The demands of current practice - from dealing with competitive tactical moves to the need to find comfort with media neutral decisions - call for faster ways to get to ideas and solutions, prioritize them, build consensus and set a strategy. Equally important is the addition and acceptance of qualitative information collected in new ways by agencies, advertisers and the academic community. Presentations and discussion by leaders in the field will describe new methods.
Panel Moderator:
J.W. Pennebaker, University of Texas at Austin
Presentation:
Roy Spence and Joseph Jaffe, GSD&M, Austin
Discussion:
Oscar Jamhouri, Integration-IMC, Nicosia and Singapore
Jonathan Carson, Nielsen Buzzmetrics, NYC
Lunch Presentation
"Education During a Time of Revolution"
Introduction: Roy Spence, Founding Partner, GSD&M, Austin
Keynote: Bob Garfield, Columnist, Advertising Age/Co-Host NPR's On the Media
Advertising education and practice were developed during times of long-term stability, where the lessons of yesterday had some applicability to today and tomorrow. The lessons of the past � and even current best practices � may not contain the answers we need now. And even if its not a full blown revolution, things are changing awfully fast. What will clients� expect? How will agencies respond? And what do we teach during this time of change? Bob continues the voyage initiated by his column and radio show and the threats to and concerns about sustaining the practice of advertising in this new cultural and technological milieu.
Panel Presentation 2
"Consumer Content and Ad Agency and Client Response"
Word-of-mouth (whose power we always knew) and then E-WOM began to clearly reduce the value of print and electronic media. Search engines gave way to personal websites that morphed to message boards, blogs and podcasts - overlaid by rss technology and a number of technical issues poorly understood by anyone over 40. Add to that a complex discussion of digital displays and the decline of up-front buys and newspaper ad inches. Consumers have redefined relevance - some think they have taken over and will soon give up; others think the change is here to stay - and apart from contests asking them to give us their best ad - most of us seem bereft. The differences between the last century and this time are profound and have spawned new and successful agency models. It's time to talk.
Panel Moderator:
Erik Hauser, Founder and President, Swivel Media, San Francisco
Panel Participants:
Cynthia Currence, American Cancer Society, Atlanta
Steve Hardwick, President and Managing Partner, Strawberry Frog
Joel Greenberg, GSD&M, Austin
Karl Spangenberg, ATT, New York
Todd "Turbo"Watson, IBM
Panel Presentation 3
Media Meltdown - Metrics, Models, and Margins
These, and other "M" terms will be reviewed along with a full list of the issues that are on the table.
It's about the ratings, the up front buys, and all the other changes facing media executives on both sides of the negotiating table. Presenting new achievements and challenges in the complex media environment that has developed is the theme of this panel. Several of those changing the face of media planning compose this exciting new group of advertising thinkers.
Panel Moderator:
Terry Daugherty, University of Texas at Austin
Panel Participants:
Frank Mulhern, Northwestern University, Evanston
Oscar Jamhouri, Integration-IMC, Nicosia and Singapore
Kate Niederhoffer, Nielsen Buzzmetrics, NYC
Maury Giles, GSD&M, Austin
Gary Stein, Ammo Marketing, San Francisco
Panel Presentation 4
The Tales We Tell. The Songs We Sing
The industry dictates creativity as king. And now a growing concern on effectiveness and ROI. Is it still about stories . . . Stories that are compelling and relevant? We need to understand the current culture that promotes consumer-generated content as well as brand building. How? Educators and industry experts will bring forth a lively discussion on the subject of teaching creativity, strategy and building plots.
Panel Moderator:
Nick Law, EVP, Chief Creative Officer, N.A., R/GA, New York
Panel Participants:
Sergio Alcocer, Latin Works, Austin
Sean Thompson, University of Texas at Austin
Mick McCabe, Leo Burnett, Chicago
Anne Benvenuto, R/GA
Jae Goodman, San Francisco
Tom Gabriel, Gabriel De Groot, Minneapolis
Panel Presentation 5
The Advertising Industry and Advertising Education: Bridging The Chasm
Why do these two parts of the equation seem so wide apart in terms of substantial involvement and significant financial support? Compared to traditional business and professional practice disciplines - law, medicine, engineering, physics - advertising departments throughout the country rarely receive the support from their industry colleagues needed for growth and well targeted instruction. The number of advertising and PR professorships established by industry can be counted on one hand and the efforts of Universities to bring industry experts to their campus for a semester of interaction and improved understanding are rare - if occurring at all. This large panel of educators and industry leaders explores why - candidly and without finger-pointing. Promise.
Panel Moderator:
Keith Reinhard, DDB World Wide, NYC
Panel Participants:
Stan Richards, TRG, Dallas
Janet Bustin, TracyLocke, Dallas
Steve Hardwick, Strawberry Frog, NYC
Tom Gabriel, Gabriel, de Grood, Bendt, Minneapolis
Manny Flores, Latin Works, Austin
Joseph Plummer, ARF / Columbia University, NYC
Roy Spence, GSD&M, Austin
McGhee Williams Osse. Burrell, Chicago
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